Content Marketing - How To Build A News Portal That Digs Up Leads And Builds Profits

Published: 25th November 2014
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What is content marketing and how can you make more profits using it?

Content marketing is a marketing tactic that enables your business to attract new business and build up your brand recognition by offering helpful information to prospective customers in a neutral but convincing format.

The most up-to-date studies indicate that potential customers find old school advertisements invasive. Even sponsored online content -- articles that are highly self-promotional -- is being favored over contentional advertising. This is where content marketing comes into play.

As reported by Roper Public Affairs research firm, 80 % of business decision makers favor getting company related news from articles instead of advertisements. 70 % state that content marketing makes them feel closer to the company publishing the content. And, more than 60 percent say that content marketing assists to make greater purchasing decisions.

There are literally more than twenty commonly used content marketing instruments. You can produce articles or license mainstream media's content and put it on your website. You can churn out informational videos, circulate email newsletters, put together webinars, write or try to get published in the mainstream media by resorting to conventional media relations activities. You can even write white papers or research reports and engage people in social media.

These are all effective tools, but... let's face it. Do these traditional content marketing tools really allow you to find highly qualified leads that you can convert to new revenues?

News Portals -- New Content Marketing Tool

One of the latest tools in the content marketing toolset is a professionally built news site, which discusses subject matter that your prospective clients find relevant and interesting. The content marketing news site is a separate website that appears and seems objective and neutral, but the true purpose is still to generate highly qualified leads that are interested in issues related to your products and solutions. There can even be a pitch on the bottome of each story that refers people to your company's very own website, or a phone number to call for potential clients/customers to take action. These are things that you will not have the ability to undertake in the traditional media unless you are using self-promotional advertorials or sponsored stories, which can get pretty expensive.

In some ways, this style of a news site is a lot like owning your own unique newspaper, trade publication or other news media and controlling every word in it. It is content marketing at its best.

There are a few topics you ought to think about when founding a content marketing news site.

First, it needs to feel like a real news site -- otherwise it will not be credible and objective. In other terms, it can't be a self-promotional blog where you just market your company's services.

Secondly, your content must be unique. In other words, if you purchase licensed articles from content marketing firms and post them on your site, they are just replicas of articles that have already been published by the mainstream media. Search engines such as Google, Bing, Yahoo or Startpage will not credit them as unique, and neither will your readers, i.e. your potential customers. This reflects poorly on the traffic you can generate to your news site.

When you create content, remember that articles on your content marketing news site must still appear neutral and they have to be valuable to your potential customers.

Thirdly, will have to keep on putting up new articles almost on a daily basis. This way, your new potential customers learn to come back for more additional info and find out more about your business regularly. And, from the search engine's perspective, your site is being updated very often, which is a big positive.

Finally, there is the keyword issue. If you search engine optimize (SEO) your company website, you will need to adhere to just a couple of keywords you hope to be found with. With a separate news site, each news article can possibly be optimized with a separate keyword, a keyword combination that links with the story and to what your company is doing.

For instance, if you promotes amino acid dietary supplements, you probably use those three words as your website's primary keyword phrase. The news site, on the other hand, could take advantage of keyword combinations which include "L-Glutamine and alcohol withdrawal", "Amino acids and mental health" or "GABA for relaxation". Your news site will eventually be found using hundreds of different search terms.

What does this mean to you? You have just constructed a powerful marketing strategy to gather highly qualified leads that you may convert into revenues thus improving your bottom line.

If you really like to improve your content marketing activities, news portals are the way to go. Why simply chat with your existing target market, if you can use a method that relentlessly searches for new business and never ceases to bring highly qualified business leads to the table day in day out!


Pertti Luhanto is a contributing author for Zorilla Marketing, Inc., a content marketing company focusing on building news sites at no upfront expense to companies and then creating articles for those sites at a level of investment that even small companies can afford.

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